Koite Health has signed a major cooperation agreement with Elixiria Trading, which will bring the Lumoral oral care device to the UAE market. The partnership aims to promote preventive oral health care practices in the country while supporting the public health objectives of the region with Finnish oral health technology.
According to Nicolas von Walzel, CEO of Elixiria Trading, Koite Health was established with the clear objective of bringing the antibacterial Lumoral technology to the rapidly growing preventive healthcare market in the UAE. The method developed by Finnish scientists and medical professionals also responds to the region’s need to invest in oral disease prevention, which is at the heart of national health objectives.
“Lumoral is not just a product, but a holistic oral health solution that can contribute to a significant change in the country’s healthcare system. Lumoral directly responds to the desire of UAE policy makers and the need of the country’s citizens to improve their oral health and thereby reduce the risk of chronic systemic diseases such as cardiovascular disease and diabetes,” said Von Walzel.
Transforming oral self-care in the UAE
Good oral hygiene is essential for preventing and treating serious oral diseases like tooth decay and severe gum disease, such as periodontitis. While brushing and flossing are fundamental, they may not fully address the bacteria-laden plaque that remains in the mouth after these practices.
Studies indicate that even the best electric toothbrushes can remove only about 65% of plaque. In contrast, Lumoral can eliminate 99.99% of plaque bacteria from tooth surfaces and the gum line. Additionally, Lumoral’s antibacterial effect helps prevent the formation of new plaque, reducing the risk of chronic oral infections and serious conditions like cardiovascular disease, diabetes, and lung cancer.
Amna Fikri, UAE Ambassador to Finland, stressed the important role of Finnish health innovations, such as the antibacterial Lumoral is, in supporting the UAE’s ambitious health goals.
“The UAE health sector is committed to excellence in treatment and prevention. The country’s national health strategies and visions place particular emphasis on innovative and high-quality health technology solutions. For oral health, the focus is on prevention and innovation,” the ambassador said.
For Koite, the expansion into the UAE represents a significant increase in sales potential. Ambassador Amna Fikri points out that the UAE’s healthcare sector serves a rapidly growing population, currently estimated at 9.3 million. Healthcare spending in the UAE stands at 5% of GDP, one of the highest rates in the region. General healthcare, well-being, cosmetic and preventive care, are highly valued.
“The UAE is ranked among the top 20 countries in the latest World Index of Healthcare Innovation,” said Ambassador Fikri. ” We are constantly sourcing new innovative solutions, partnerships and investment opportunities, and based on my interactions with Finland’s healthcare providers, I believe there exist many opportunities for Finnish companies in this space.”
Mission: Optimal oral health
The founders of Elixiria Trading have many years of experience in bringing Finnish innovations to the Middle East. This gives the distribution partner a strong position in the regional market to increase Lumoral sales and awareness.
“We are building Lumoral’s brand awareness by leveraging our strong local knowledge and long experience in the region. Our mission is clear: our goal is to significantly improve oral health in the UAE, and Lumoral offers an effective solution to achieve this,” CEO Von Walzel explained.
Lumoral’s sales strategy in the UAE will be based on reaching healthcare professionals. Building networks with local pharmacies, dentists and health professionals will be key to this. The company will also work closely with the UAE health authorities, such as the Dubai Health Authority.
“This will ensure that Lumoral supports the region’s national health strategies and elevates the importance of oral health as part of a broader health vision.”
To reach consumers, the local Lumoral website and social media channels will provide comprehensive information on the scientific basis and practical benefits of the device,” said Von Walzel. He added that raising awareness among consumers and professionals is crucial for successful sales of the device.
Lumoral is currently in the final stages of the certification process by local health authorities. Elixiria Trading is also in discussions with several different authorities to ensure that Lumoral meets all regional requirements.
Lumoral as part of the national oral health strategy
According to Von Walzel, the main challenge for the UAE market is to integrate the new technology into national oral health management practices. In addition, achieving widespread acceptance of Lumoral among healthcare professionals and consumers will be key to a successful product launch. The company’s ambitions are supported by strong clinical evidence for Lumoral, which demonstrated its effectiveness in reducing plaque and controlling oral inflammation.
“We will continue to provide scientific evidence of Lumoral’s efficacy, as well as educational campaigns to raise awareness and promote the use of the device. Our long-term goal is to make Lumoral a key component of preventive oral care in the UAE, both in the home and in the clinical setting.”
In addition, close cooperation with local health authorities and professionals will create a strong basis for sales growth and possible expansion into other markets in the region.
“At the moment we are fully focused on the UAE because we see huge potential there. It is important to fully exploit the potential of the market first before any major expansion plans to other GCC countries such as Qatar and Saudi Arabia. When the time is right, we will take decisions on expansion,” said Von Walzel.
